One would think only a human could create complex, high-level projects and campaigns. But, what if a computer could generate useful content strategy? We might not be too far away from the reality of automated content achieve through machine learning. Automated systems and tools like generation analytics and predictive analytics will give AI a good amount of the creation process, and in some cases, allow content automation with ease. Associated Press is already using AI for new content curation.
The benefits of AI in content marketing are impressive, including research, outcome tracking, microtargeting, and predictive analytics. Some of the trending AI capabilities include turning a financial report into a press-release style news article, creating product descriptions based on standard manufacturer copy, curating content for social media, and translating other types of collected data into more readable text that's customized for specific users on a massive scale. As artificial intelligence is getting better at the content creation process as well as editing personalized content, it will also help to streamline the process of content moderation and reduce costs.
For humans, it's not yet evident if AI will be the help or the competitor. With researchers developing accent recognition AI to improve speech recognition, it looks like there's nothing that Artificial intelligence is not capable of doing. To simplify content intelligence AI could force content creators, from copywriters to videographers, to perfect the human elements for becoming an AI writer for -weaving the brand story, evoking the right emotion, and pushing the boundaries of creativity and imagination in order to produce better content.
With these new AI applications, the emphasis will be less about putting sentences together and more about mastering the AI technology-learning how to fill in a complex template and manipulate its features and options so it spits out the kind of content you desire. And, of course, spending more time on the strategy of what kind of digital experience you are wanting to get through different content recommendation options.
The main downside of AI created content is the rise of fake news. Facebook has had to take steps to combat it, and emerging private businesses are developing opportunities around the filtering out of false information. Gartner has recently predicted that by 2022, "most people in mature economies will consume more false information than true information." The research firm also warned that while AI is proving to be effective in creating new information, it's equally effective at distorting data, which results in false information.
Because of this, brands are going to have their work cut out for them. As brands increasingly function as publishers and curate their own content through the search engine, a content marketing strategy and marketing activities, fact-checking and data cleaning will become more and more important - and take more resources. AI has the potential to assist in the automation of content writing, but hybrid marketers skilled in interpreting and cleaning your data will be key. Whatever the specific marketing application, your AI tool will need clean, optimized inputs, as well as experts in place, to make sense of the algorithm and the further outputs.